"Designing a superior customer experience to increase conversion rate and raise NPS"
The challenge set by our client was to increase NPS by designing a more effective welcome for their customers
Our first action was to complete some shopper safaris.This allowed us to understand what, in a retail environment, makes a great welcome and a bad one. By observing this first hand we were able to analyse the experience fully.
We then mapped out the ideal welcome, what it should look like, sound like and be like.
On this map we also visualised the possible ‘scenarios’ that could occur. During this process we worked collaboratively with key stakeholders, staff and customers to validate and stress test our proposal and formulate a superior set of guidelines for the welcome.
As we got deeper into the project it became clear that we needed to look at the ‘acknowledgment’ of customers and also how staff ‘approached’ customers that needed help
The final deliverable was a service blueprint detailing the interaction at various stages between customer and staff and a set of overall guidelines for how staff should present themselves verbally and non-verbally in store. The guidelines are currently being rolled out in a training programme across the retail network.